Interactive Perspectives

Summary

Ruth O'Brien
Which comes first the content or the content strategy?
This question is key—it reflects a vital conversation at the interactive table. How do we create compelling, on-point interactive content?

Brilliant engagement-driven writing is only part of the story. Today the argument can be made that content strategy is at the very least as important.

Content is like the proverbial fallen tree in the forest—in a digital environment, if compelling and timely interactive content misses its audience, does it exist?

Timeline

  1. Digital Content Manager/Content Strategist, Motorola Solutions

    Global role in building and maintaining Motorola Solutions’ digital presence in the North America and Latin America locales. Provide web content strategy for global website digital transformation and redesign.

    Content manager for motorolasolutions.com [AEM CMS]: manage content projects (Jira); build new webpages; maintain current site; work with global B2B marketers, communications, IT and creative teams to create, manage online communications

    Content manager lead for Latin American regional locales; responsible for translations, analytics, maintenance and updates

    Implement SEO best practices across MSI websites to drive online traffic [Brightedge]

    Analyze online trends and report on-site and campaign statistics to stakeholders & leadership [GA]

  2. Digital Project Manger/Content Strategist, Argonne National Laboratory

    Partnered with Creative Services Sr. Manager, Digital Project Manager, and Front end developer to create content strategy for website redesign and migration of Laboratory public website as well as organization Intranet. 

    Managed content for anl.gov [Drupal]; built new webpages; maintained current site; worked with communications leads and scientific SMEs to develop, manage digital content.

    Managed cross-lab teams in content audits, content creation and revisions for content for both Argonne intranet and anl.gov content migrations to new CMS

    Trained cross-lab staff in Drupal content creation and maintenance; created training documents for Drupal 7 and Drupal 8

    Developed site structures, content audits, and website schedules for new websites on anl.gov platform

    Managed development and launching of new content. Maintained current website concurrently.

  3. Digital Project Manager/Content Strategist, American Medical Association

    Project manager and content strategist for redesign of corporate website. Reported to digital content director. Managed and led newly developed digital content team of 12, including content specialists, web operations specialists, copyeditors, SEO editor, and digital writers.

    Utilized leadership and project management expertise to lead content strategy initiatives for new website and maintained content on current site during redesign, launching website on-time and under budget.

    Directed digital content creation, migration, editorial QA processes for complete AMA website overhaul and redesign [Drupal CMS, WorkFront, Jira, Agile], achieving 90% reduction in web pages, 99% reduction in assets migrated, and generating new, best-practices digital copy for web pages.

    Provided direction to keep project activities on track by creating and managing all digital content schedules, workflows, and timelines.

    Reported project status to stakeholders, leadership, and management, identifying project risks and risk mitigation strategies, and change management strategies.

  4. Managing Editor, Kaplan Financial

    Worked closely with senior management, product management, the director of production, director of product design, the creative director, and all product line directors to publish annually over 400 different titles, totaling a $1.7M yearly budget.

     

    Managed Content editing department; led team from print-based editing to 100% electronic editing.

  5. Lead Editor for Content Migration , Motorola Mobility

    Lead content editor on global website. Manage new content creation, updating, and publishing processes in web production content management environment.

  6. Editorial Project Manager, Motorola Mobility, a Google Company

    Global editorial project managing of interactive teams for Mobility in Asia Pacific, LATAM, EuropeME and No America. Leading multiple project life-cycles simultaneously across multiple countries and languages. Project managing with site metrics, analytic outcomes and SEO. Interactive tone of voice copy writing. Developing and tracking copy for localization of new assets.

  7. Content Strategist & Editorial Lead , Motorola Mobility, a Google Company

    Curate interactive editorial processes and manage editorial calendar for global website; lead end-to-end interactive content life cycle process, ensure digital assets updated and retired regularly; optimize interactive content; lead content creation for all new products and solutions on Motorola.com; lead global translation content teams for regional locales.

Proudest Accomplishment

Led global content migration & translation of 11 locales on schedule, under budget

Experience Highlights

  • Editorial Director
    Pepid
  • Lead Editor for Content Migration on Global Website
    Motorola Mobility
  • Editorial Project Manager, Video Solutions
    Motorola Mobility
  • Content Strategist and Editorial Lead, Video Solutions
    Motorola Mobility

Education Highlights

  • Google Analytics
    March 2019
  • Engagement & Nurture Marketing Strategy
    NORTHWESTERN university - MOOC  https://www.coursera.org/learn/nurture-market-strategies
  • Search Engine Optimization
    UC Davis, - mooc https://www.coursera.org/specializations/seo
  • The Importance of Listening
    Northwestern University - MOOC  https://www.coursera.org/account/accomplishments/certificate/BMYKLG
  • What Is Social?
    Northwestern University - MOOC https://www.coursera.org/account/accomplishments/certificate/BGQUSUHW
  • Streamlining Office Operations Using Lean
    University of Chicago, Graham School
  • Understanding Media and Google
    Northwestern University - mooc
  • Branding & Go-to-Market Strategies
    Wharton School - MOOC - https://www.coursera.org/records/mS94xWhvT9kN7Gxd
  • BA, Psychology
    University of Illinois at Chicago
  • CELTA Certificate, English Language Teaching for Adults
    Cambridge University
  • MA, Writing
    DePaul University
  • Process Management and Improvement
    University of Chicago, Graham School

Website Migration/Redesign Goals met

  • 99%
    assets Reduction
  • 20K
    Assets
  • 90%
    Web page reduction
  • 5K
    Web pages

Skills

  • Skill Name
  • GA Analytics
  • AEM
  • content management
  • Vendor Management
  • Team Leadership
  • Brand Voice
  • Quality Assurance
  • Style Guides
  • Website Optimization
  • Tone of Voice
  • Offshore Project Management
  • Content Lifecycles
  • Interactive Content
  • Management
  • Collaborative Leadership
  • Content Migration
  • Editorial Business Processes
  • Team Building
  • Social Media Marketing
  • Editorial Standards
  • Editorial
  • Project Management
  • Content Development
  • Publishing
  • Content Strategy

Images

  • Argonne National Laboratory Redesigned HP
    Argonne National Laboratory Redesigned HP
  • MOTOROLA SOLUTIONS Redesigned HP
    MOTOROLA SOLUTIONS Redesigned HP
  • American Medical Association Redesigned HP
    American Medical Association Redesigned HP

Videos

Location

Greater Chicago Area

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